The Musings Of An Opinionated Sod [Help Me Grow!]


Campbell’s Law …

So recently I was reading a case study paper for a creative campaign.

I have to say, the way it was written was very good.

It sounded like they had genuinely created an idea that was driving fundamental change.

The paper was full of superlatives.

Full of audacious claims.

It was also full of shit.

Stripping things back, all they had actually done was launch a PR campaign with a big and exciting sounding name.

I’m not saying it wasn’t effective.

Nor am I saying it was bad.

But compared to what was claimed, it was pants.

But what made it really stand out was the following paper I read.

It was equally well written, but this was without hyperbole.

Don’t get me wrong, they weren’t playing down what they had created they just weren’t trying to insinuate it was the second coming of Christ.

Which was interesting, because it was genuinely using creativity in a powerful, effective and interesting way.

All wrapped up with a campaign name that was almost deceptively simple.

Having been on a lot of creative and effectiveness judging panels over the years, I’ve seen this time and time again which has led me to forming what I will call – for ego reasons and the novelty of it not being associated with being in trouble with the authorities – Campbell’s Law.

Campbell’s Law states:
The more grandiose or superlative-ridden a creative campaign name or description is given, the more boring and safe the reality of the execution.

I assure you, should you be invited to any future creative judging panel, it will save you sooooooo much time going through all the submissions.

You’re welcome.


22 Comments

Can’t believe I’m writing this, but I agree with Campbell’s law.

Comment by Bazza

I will remind you of this forever.

Comment by Rob

you know he fucking will baz. when will you fucking learn?

Comment by andy@cynic

It’s also very unusual to see you making laws rather than breaking them.

Comment by Bazza

Nothing highlights the insanity of 2020 than the President breaking the law while Robert is making good laws.

Comment by George

Trump has lost it big time. And he could still win. He’s just become even more terrifying.

Comment by Bazza

He’s acting like the sort of 3rd world president America used to invade countries to dispose for national security reasons.

Comment by Pete

That’s a good point Pete. I just thought he looked and acted like a cross of Fat Bastard and Dr Evil from Austin Powers. That or a spoilt kid who got told the party is over and they didn’t win the prize.

Comment by Rob

Trump’s approach to any inconvenient truth is to lie or attack. I am grateful he chose to lie rather than start wars.

Comment by Lee Hill

I think this should be printed out on every award entry form and judging room.

Comment by George

Think of the paper and time that would be saved following this law.

Comment by Pete

And the mental torture.

For both the people writing the submissions and the people having to read them.

Comment by Rob

Ah.. weasle words.

Comment by Marcus

Yep. They think it’s ‘fox words’, but it’s definitely weasel.

Comment by Rob

An excellent observation Robert. I think it works across all fields of communication, not just advertising.

Comment by Lee Hill

[youtube=https://www.youtube.com/watch?v=Dsf5ErzwJYk]

Comment by Rob

you fucking old bastard.

Comment by andy@cynic

You mean ‘you fjucking old bastard with a semi-decent memory’ because you’re older than me.

Comment by Rob

I think you’re saying that if I were to describe this as a tremendously insightful post, you would interpret it as meaningless praise. So, I won’t.

Comment by John

Did the other judges agree?

Comment by John

i would agree with this a whole lot fucking more if a planner who writes bollocks posts every fucking day hadnt written it.

Comment by andy@cynic

Unfortunately, that is a very fair point.

Comment by Rob




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